Seventh Generation Professional Cleaner Cleaning
The Alchemedia Project helped turn a household name into a front- and back-of-house name by getting operators to consider the impact of their cleaning decisions.
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COVID has heightened safety concerns and intensified commercial cleaning practices. But few have had time to stop and consider what they’re putting on every surface of their kitchens and dining rooms. This campaign shed light on the drawbacks of defaulting to traditional cleaners.
The Point
Change professional cleaning for good.
Get operators who rely on conventional cleaning solutions to make the switch to Seventh Generation® Professional products.
The Plan
Take a hard look at cleaning ingredients.
Underline the undesirable impacts that chemical-heavy products can have on staff and guests, and offer solutions designed with people and the planet in mind.
The Idea
Ruin meals.
Operators put so much thought and attention into ingredients they use in the kitchen. Through a media campaign, we got them to consider the potential hazards of their current cleaning practices by (figuratively) putting harmful cleaning ingredients in the mouths of their guests. We highlighted the benefits of plant-based cleaners and botanical disinfectants by eliminating other commonly accepted trade-offs one by one.
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